Aflac—the well-known insurance organization with the famous duck mascot—takes its corporate social responsibilities seriously. The organization recently passed the $110 million mark in support for childhood cancer treatment and research, and has appeared on Ethisphere’s “World’s Most Ethical Companies” list 11 years in a row. Yet a Reputation Institute report found that consumers weren’t aware of its good works. That revelation led to a multifaceted effort to raise awareness of Aflac’s CSR efforts. It also led to Aflac winning first place for “Campaign of the Year” in PR Daily’s 2017 Corporate Social Responsibility Awards.